Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Preheaders a good idea, but go ignored

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When companies set out to create an email marketing campaign with mobile devices in mind, they have to consider many aspects of their newsletters to provide for prime optimization. From diligently crafting short subject lines to fitting images onto smaller screens, it can be a challenge to adapt the content to a new channel. Preheaders are a little known tool that can make the process much easier and potentially garner a larger ROI.

Though many marketers spend a lot of time on their subject line because that is often the first thing readers see. Inc. Magazine explained that most mobile devices are set up so owners can see the first few lines of an email from their inbox. This can be a great advantage.

The source suggested advertisers do one of three things with their preheader:

Feature their telephone number

Set up a catchy headline for the most popular subject featured in the newsletter

Link to the company website's landing page. Individuals could click on the number or the site and connect to the media automatically, while a headline could boost open rates.

However, the preheader should not be featured simply to enhance the subject line, TheEmailGuide.com specified. The website also noted advertisers should consider featuring a call to action in the preheader rather than the subject line, to avoid being aggressive. When it's done well, the source explained, this can be very powerful.